A few highlights below:
- It’s forecasted that 46.3% of retail digital ad dollars will be spent on search this year, which is higher than the ad industry’s 41.5% average. In 2020, search will account for 47.3% of total retail digital ad spending.
- Amazon surpassed Google in product searches last year – since many consumers browse on Amazon, it has become a major ad platform for retailer marketers looking to push their product offerings.
- Retail over indexes on search because bottom-funnel search ads are essential for driving ecommerce, and Google Shopping ads have become a go-to ad product for retail advertisers.
- "Many small and medium-sized retailers continue to increase their ad spend on Amazon’s search products," said Ross Benes, analyst at eMarketer and author of our recent report, "US Retail Digital Ad Spending 2019." "For many retailers, it's a double-edged sword. To compete with Amazon, retailers are spending more on digital ads. But because Amazon is itself becoming one of the leading companies in digital advertising, some of those retail ad dollars are being spent on Amazon properties."